Let me first start by saying I experience this urge almost every day. And I’m willing to bet that you do, too. This is how I knew I needed to share it with you.

It’s an urge that’s so prevalent, pertinent, and unmistakable that, when you read it, you’ll have no choice but to accept its realness. It’s an urge that carves out what you know to be true, reconfigures it, and gives it back to you. Just for you to see it an ideal state, every time. It’s intimidating and desirable all at once. And it’s an urge that will shape your life.

Maybe you’re wondering what that urge is. That would be a good question. I’ll answer momentarily, but first, let me share something with you…

Have you ever heard of a lemming?

I hadn’t either until I played the video game GoldenEye for Nintendo 64 in 1997. They’re small rodents that typically live in very cold habitats. It’s said that every few years, enraged herds of lemmings band together, run off a cliff, and commit mass suicide. In the game, if you happened to kill yourself more times than anyone else, you received none other than the “lemming award.” For the next twenty years, I went on believing this story about lemmings.

Quite literally, it wasn’t until I went to research more about lemmings for this very article that I learned this whole story was nonsense…

It was summer 2015 when I first started to realize I could swim in the sea of debt I’d been piling up. It really didn’t matter how much I earned, I spent more. It was a pretty crappy feeling.

There’s was a world of pressure to ensure I’d keep spending too. Just tap the Instagram or Facebook icon on your cell phone. This pressure of leading a life focused on outcomes was really starting to weigh on me. I started wondering, What if something unpredictable happens? What if I don’t have a six-figure income anymore? Am I really that stable right now? What if I can’t keep this rollercoaster moving along? I saw myself as someone who was secure, strong, and stable. But, was I really? Honestly, at the time, hoping I’d land on my feet was my only hope…

I’m not perfect. I’m far from it.

I cry. I kick and scream. I stutter and slur. I think every idea I have is an amazing one. I get stressed out. I’m stubborn. I procrastinate. I’m overly concerned about my appearance. Of course, I don’t always like to admit any of this. Then again who does. These are all considered points of imperfection.

For 30 plus years I went on and on chasing perfection. Perfect job. Perfect relationship. Perfect life. Perfect body. Perfect, perfect, perfect. Have you ever felt similarly? We’re conditioned to believe in perfection from an early age. Nobody really wants to talk about it, though. It’s considered a point of imperfection.

Recently I was one of 10,000 attendees at…

Sometimes I think to myself, Finally I’ve got it all figured out.

I might be talking about a musician, a pair of shoes, or a TV show. Time and time again, I’ve caught myself saying, Absolute best, hands down.

Have you ever said that?

I remember convincing myself I could eat chicken and brown rice every day for the rest of my life. I realized it was nuts (although I still try). I also thought I could write a blog post (like this) daily. It took only a month to realize I couldn’t realistically fit that into my schedule. So I modified to once a month.

After 11 years in sales, I figured I knew everything I needed to about “selling”, so I started groundupSALES—only to realize about three months in I was just scratching the surface. Oops. I was a little off with that one. Every time I read a new book, my life seems to shift. I learn something I didn’t know before, and that experience adds to all the others. It proceeds to affect everything else I was thinking about. Slightly changing whatever I’m absolutely sure about at that moment. So, what gives?

What’s really going on here?

I love my dad.

He might be the kindest and most compassionate person I know. He’d give you the shirt off his back, even if that meant he’d be shirtless.

Other people love him, too. Of course, they love him for those reasons. But they also love that he screams at the TV when the Giants fumble, or when the ump blows a strike call. They think it’s hilarious when he calls someone a jerk because they have an ugly haircut. And that he insists on telling the same story about “nickel drafts” at Shady Brady’s bar, over and over and over again.

The very things that drive me up the wall. A wall of insanity. Again, Dad? Again, really?

I proceed to get pissed and banter with him, back n’ forth. And at the end of the day, I’m frustrated and exhausted. But I always come back for more bickering. Why do I do that? Why do WE do that?

If someone wrote you a check for $1 million today, what would you do with it?

New car? New home? Pay-off debt? Maybe a vacation?

Damn, this would be exciting. And it would definitely relieve some pressure. No denying that. Shiny objects are fun. And pressure sucks.

Me? Not sure. A few years ago, I'd have said, new Benz maybe. Definitely goodbye mortgage. Forget a vacation—a new vacation pad in Miami sounds more my appetite. I mean, it does sound amazing.

Okay, so after that, what would you do the next day?

I’ve heard some people say, “Easy, I’d quit my job” or “Tell my boss to go screw himself.” Surely these all might be good options. And fun ones, too.

But, for a moment, even if it’s just right now, think about this question a little deeper.

It’s 6 o’clock in the morning. Your alarm is screaming at you, and you think to yourself, WTF, already!?

SLAM. Your hand hits the nightstand as you reach to find the snooze button just so you can twist n’ turn for nine more minutes. It’s your average Monday morning.

Just the thought of Betty telling you what to do when you roll into work and the monotony of daily tasks that lay ahead make you want to curl up in a ball and cry.

Ring, snooze. Twist n’ turn. Ring, snooze. Finally, with one eye open, you grab your phone to turn that freaking alarm off.

Do I need to tell you what happens next? The force is strong with this one.

“Make your product easier to buy than your competition, or you will find your customers buying from them, not you.” - Mark Cuban

Every business owner and salesperson in the world needs to recognize the demand for max transparency has changed the game, forever. And quite honestly, there’s no looking back. 

Your customers don’t have time to talk to you, don’t want to talk to you, and don’t need to talk to you.

Information isn’t the problem anymore. We live in the information age. Information has always been limited by your desire to learn. Now, it’s accessible to anyone, when they want it and how they want it. Information has been democratized, and options are limitless for today’s consumer, making transparency required.

The role of selling in the 21st century has been completely flipped on its head.