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A large part of my day-to-day work is applying marketing strategy to help people make a successful transition into consulting. And some of the most common struggles I help them work through are variations on, “My industry is so price-sensitive.”

I don’t know about you, but for me, August has always been the month that made me suddenly aware that the year is going to end at some point.

You’ve probably tried a lot of things to market your business over the years. And you may have noticed that the tough part isn’t coming up with new ideas to try out. The tough part is stopping the stuff that isn’t working.

One of the most important lessons I’ve learned is that, if you want to get a lot of things done quickly, you have to slow down. It feels counterintuitive. We can easily think that, in order to achieve a lot, we must do a lot—and fast.

This week’s newsletter builds on last week’s to demonstrate how to use and maintain a Worry List. It’s time to go full flashlight on our worries.

Worrying can paralyze us. It can keep us from getting our marketing work done, from stretching ourselves beyond our current capabilities, and from experimenting with new strategies and techniques.

The future is a mystery to us all. And that means the greatest risk is in assuming it isn’t. In assuming our plans are perfect and won’t need adjustment.