The roads are icy in Dallas today. Given that we Texans go a little haywire when the temperature reaches the 30s, let alone when there’s precipitation at that temp, the daily routine isn’t exactly following suit today.

Schools have been cancelled. My office isn’t officially opening its doors until 10 a.m. The parking lot is near empty.

I can’t tell you if the roads are that bad or not; I fortunately only live minutes from the office. My assumption is the ice isn’t that bad, but the drivers reacting to the potential of ice are.

Creating Excuses is Human Nature

Of course, what’s clear here is a text book case of human nature: if there’s an excuse to be found to keep from doing something, we’ll find it. Fortunately, we don’t deal with icy conditions but maybe a couple times a year here in Dallas. However, we deal with some kind of excuse search on a daily basis when it comes to work and business. Here are a few that come to mind:

  • “We can’t even get started on this project until all the requirements are complete.”
  • “How can we effectively do our job when the corporate strategy isn’t even clear?”
  • “That’s not my job.”

Each statement above is valid. We all like to have the proverbial ducks in a row. However, I’ve yet to be a part of something great where every single requirement was known upfront, every nuance of strategic direction was completely clear and unified, and where I didn’t have to do something that wasn’t my job. The main reason is because you often don’t get those things until your chest-deep into the tactics of the project.

If you’re a real marketer, one who accepts that part of your responsibilities is to move your business forward with excellence, then you have to deal with this issue on two fronts: with your co-workers and with yourself. And keep in mind that if there aren’t problems to solve, then you probably don’t have a job.

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