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You’re never going to be 100% ready

I’ve always been enamored and conflicted by Nike’s slogan: “just do it”.

On the one hand, I admire the simplicity and conviction that emanates from the three words.

On the other hand, it always felt a bit rash:

What do you mean just do it?

What if I’m not ready?

What if now isn’t a good time?

What if I need more information?

Recently I’ve been talking to friends and colleagues about big life decisions, and the following finally occurred to me:

We’re rarely 100% ready or certain when it comes to important decisions.

The difference between choosing to act on 0% certainty and 100% certainty is the difference complete recklessness and no action at all: productive action happens somewhere in between.

So the question is, at what point — at what level of confidence — are you willing to take a leap?

Is it 30%? Is it 60%? Is it 70%?

Really take the time to internalize what that feels like.

Once you reach that threshold, then, yeah, it really is a matter of just doing it.

You can’t think your way forward.



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William Liao

William Liao


Taiwanese American, daily blogger of ideas about impactful work in service of others, photographer (ephemera.photography)