The Time We Think We Have
My dad had lots of plans.
Nothing too wild or unrealistic, just things like going on a few last trips, visiting his property in Bralorne, and catching up with old friends for what could be the last time.
These things were on his version of a bucket list.
And because he was resilient, having already beaten cancer five times, he believed there would be more time.
He told us he was just waiting to feel a bit better…
But that day never came.
His sixth cancer came without warning. He went from hospital to hospice in less than a week.
And just like that, the time he thought he had… was gone.
As I process his loss, one thought keeps looping in my mind:
How often do we do the same thing when it comes to our businesses?
We wait.
We put off what matters.
We tell ourselves we’ll fix our website, focus better on marketing, or invest in that next step… later.
When things “settle down”.
When we’re “feeling better”.
When we “have more time”.
But the truth is, most of us are waiting to feel ready for something we’ll never feel ready for.
I see this all the time with business owners:
- They know their marketing isn’t landing with the right people.
- They’re stuck in a loop of trial-and-error marketing.
- They’re saying yes to the wrong clients and feeling drained.
And still, they wait.
It’s easier to do nothing and complain about the lack of results than to figure out the core of the problem and fix it… because they don’t know what they don’t know.
But time doesn’t pause for us to feel more confident, more energized, or more clear.
And sadly, we don’t regret the risks we took…
We regret the clarity we never got, the value we never properly communicated, and the dreams we let go of while waiting for the perfect moment to begin.
So, this week, I’ll leave you with one question:
What are you waiting to do that should be done before you run out of time to do it?
Whether it’s booking that trip, reaching out to someone you care about, or finally getting to the heart of what your brand stands for and how to position it so it reflects who you really are, please don’t wait for “some day”.
That time may never come.
Until next time – stay clear, stay focused, and stand out.
Susan
P.S. If you’ve been putting off working on your brand because life has been busy or things feel unclear, now might be the time to change that. My ‘No More Wasted Marketing’ Workbook is a step-by-step guide that helps you clarify your value, connect with the right people, and finally stop guessing when it comes to your marketing.
About the Author, Susan Friesen
Located in the lower mainland of B.C., Susan Friesen is a visionary brand strategist, entrepreneur, and founder of British Columbia’s premiere boutique web development and digital marketing agency, eVision Media.
With over 20 years of experience in the industry, she is an expert in helping businesses establish their online presence and create a strong brand identity.
Her passion for empowering entrepreneurs and small business owners to succeed in the digital world has earned her a reputation as a leading authority in the branding and marketing industry.
Visit www.BrandIdentitySteps.com and download your FREE guide: "Unlocking Customer Trust and Business Growth: Your 7-Step Guide to Defining a Compelling Brand Identity that Appeals to Your Perfect Clients".
