Successful companies that chug along without major issues never get to enjoy the benefits of major loss. Yes, the Benefits of Major Loss. With a big loss, comes big clarity.

In late June, someone in a large, older SUV sped through a red light as I was crossing the green in my little Honda. Another couple of feet and a T-Bone into the driver’s side – and I might not be writing a story today.

The impact was powerful. I was in a kind of shock for several days and I  never had a lingering moment of anger about it. In fact, as soon as I got irritated about my car being called a “total loss” and being challenged to find a trusty replacement, I’d remember that I lived through it …that I survived. It was impossible to feel anger.

What I got coming face to face with death and total loss, is the visceral knowing in my bones that death can come at any moment. As I have that awareness without anger or fear or resentment, I have clarity about what matters and what I want to experience while I’m here.

It might be that without the inevitability of the end, there’s no pressing need to reassess goals and actions. We all think a smooth ride is what we want, maybe what we’re due, but the clarity and perspective of a brush with total loss provides peace and direction. Then it’s a matter of holding on the the awareness and taking action consistent with what’s most important.

A good marketer will help you see what really matters to you, the community and your business and will steer away from the millions of fun, trendy or flashy things you Can Do. Let total loss be a possibility. You will be less distracted by the trendy, smooth talking marketers offering the very latest -who don’t listen and don’t know what really matters.


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