“A business is an unforgiving, unfeeling mechanism that runs best when it is built on systems that provide constant and never ending feedback that can be acted on to ensures profitable growth”
MAXWELL MALTZ & THE GUIDED MISSILE THEORY
Maxwell Maltz was a plastic surgeon in New York City around the turn of the century. He noticed that people see the world differently after plastic surgery, simply because they saw themselves differently. Maltz’s theory of success was that you could steer your mind — like a guided missile — to affect your self-image. If you’re a small business owner, you are the business. The way you see your business and yourself in the world is everything! When you look at yourself in the mirror, do you see a successful business owner, or do you see someone who’s prevented from that because of the way things happened to you in the past?
The question then becomes: How do you psychologically turn yourself into a guided missile, so you can hit the target and achieve your goal. Remember: A guided missile zig-zags a lot due to rain, wind and other factors along the way. It’s not a straight line, but the missile still hits its precise goal! We have to learn to accept when something goes wrong and then quickly make corrections to hit our targets in real estate. Negative feedback should be something that the missile constantly seeks. It relies on negative feedback to make course corrections!
MEASURE YOUR CRITIQUES AGAINST YOUR SYSTEM & NOT YOUR EMOTIONS
Don’t let your feelings be hurt when you hear negative feedback. Don’t take it personally, otherwise you might react emotionally. Measure your critiques against your strategic system, not against your emotions and feelings. Ask yourself what context a critique is coming from. Is someone complaining about your direct mail? Don’t take it emotionally. Embrace the critique and measure it against your strategic steps.
SEEK OUT SECOND & THIRD OPINIONS BEFORE CHANGING
A negative critique doesn’t mean you should tear your whole system down. Sometimes negative critiques are wrong. Seek out second and third opinions before making a change. Ask lots of questions based on a critique. Make no mistake about it — this is hard work! It takes a lot of sweat to seek out answers to problems and to do it in a systematic, strategic way. But before changing your system, make sure that it’s the proper course correction.
NEVER GET FOOLED INTO BELIEVING IT’S EVER “FIXED”
Until you get to the goal, you’re always tweaking, fixing and making course corrections. Hockey legend Wayne Gretzky always tried to anticipate where the puck was going to be, so he could get there ahead of time. This worked for him and it will work for you. Accept that it will be chaotic and the system is never “fixed,” so you can learn to make quick corrections and stay ahead of the game.
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