The Courage to be Brave.

Today's Marketing Cookie is about having the courage to be brave.

Oh sure, why not set up the fortune so there wouldn't be any possible excuse not to try and attempt something great. If there isn't any chance of failure, how great can what you choose to attempt really be? I believe that accomplishments get their greatness when the stakes are high, when the odds of success are slim or unknown, and when the problem has never before been solved. That's how it was for Neil Armstrong, a celebrated American hero who passed away this week. When he took that "small step" onto the surface of the moon, he personified America's determination to overcome impossible challenges and achieve greatness.

Steve Jobs attempted great things at a time when reviving Apple looked to be nearly impossible. Today, Apple has more cash reserves than any company in the history of the world. He revolutionized the music industry with the iPod and iTunes, he revolutionized the movie industry by funding Pixar at a time when no one else would, he revolutionized the mobile industry by creating the iPhone, and he revolutionized the tablet industry with the creation of the iPad. He did all of this while his health was deteriorating. For most people, failing health would hinder our pursuit of success. For Steve, his health was a motivator, saying, "Remembering that I'll be dead soon is the most important tool I've ever encountered to help me make the big choices in life. Because almost everything - all external expectations, all pride, all fear of embarrassment or failure - these things just fall away in the face of death, leaving only what is truly important."

Today's fortune wants us to think of the great things we would attempt if we knew we could not fail, but I want to know how much failure you are willing to endure to achieve the success you desire. Do you have the courage to take your small step on the surface of the moon? I've learned that any challenge I face is not as critical as my attitude toward it, for it is my attitude that will determine my success or failure. I believe it is true for you too. If you don't believe in yourself, your team, or your company, you have already been defeated. It may well be easier and fun to answer today's fortune having the comfort of a safety net beneath you, but what are you willing to attempt when the odds of success are slim or unknown?