We face conflicts in our decisions because we are busy wanting to do many things with limited time. And we face conflicts in our decisions because some things are scary to say yes to, and scary to say no to. These forces conspire to make “later” an appealing choice. “Later” temporarily relieves our busyness, and temporarily relieves the scariness of committing to yes or no.

When marketing, you must give them a reason that now is better than later.

When living, you stand to gain a lot from saying “yes” or “no” to some things you are saying “later” to. Like saying yes to living the way you truly want to in your work and in your relationships. Or saying no to those activities and relationships that don’t align with your values and priorities, but will be hard to say good-bye to.

We forget that windows of opportunity close quickly.