Yesterday, my friend, who's been running a successful business that supports him passively, reached out for advice. He's been developing a new software, and he believes this could be his biggest breakthrough yet. You could hear the excitement in his voice, a testament to his belief in the product’s potential. He was at a crossroads, contemplating a significant marketing move for the launch. He wanted to create a high-quality advertisement in a top-notch LA studio, envisioning it as the perfect introduction for his software. However, the cost quoted was steep, around $25k, nearly all his savings, sparking a fear of the risk involved. He was worried that if the ad didn't deliver the expected results, he'd have wasted a considerable amount of money. In our conversation, he sought my opinion on whether he should go ahead with the expensive ad or stick to a more budget-friendly approach that he's always used. While I don’t claim to have all the answers, I shared some insights based on my experiences. I believe that reaching new heights often involves taking calculated risks. However, taking risks doesn’t mean reckless decisions but rather steps into somewhat unknown territories, with outcomes that aren't entirely predictable. I encouraged him to pursue the ambitious marketing plan. My view is that how we perceive success and failure significantly impacts our decisions. I don’t see choosing the less traveled path and not getting the desired immediate outcome as failure. Instead, I view it as a learning investment. Even if the ad doesn't directly achieve the seven-figure sales he hopes for, it’s a step closer to the success he's aiming for, offering invaluable insights for future strategies. Additionally, I shared a personal approach that might seem unconventional to some. I often look for signs or feel out synchronicities when making decisions, setting conditions that, if met, suggest it's the right move. For instance, if finding a studio that meets his needs for less than the daunting $25k feels right, it could be seen as a sign to proceed. Conversely, if such an opportunity doesn’t present itself, it might be the universe's way of advising caution.