The Wait Two Weeks Rule
Google kills more good ideas than any other service. Think of how many times you thought of a business idea and googled it, only to find an “established” competitor. You then close your computer screen and go back to your life, unchanged.
I’m here to suggest a cure. I call it the “Wait Two Weeks Rule.” It’s simple. Whenever you come up with an idea for something you’d like to create. DO NOT SEARCH FOR COMPETITORS. Instead, spend two weeks operating as if no one has ever thought of this idea. If you’re able, build a prototype and show people. Speak with family, friends, and communities on the internet. Fully immerse yourself in your idea for two weeks and if by the end you are still obsessed, even an existing competitors will not discourage you from building your dream.
This works for a couple of reasons:
Real world research is better than online research
The internet makes things seem more real than they are. Big flashy logos, celebrity quotes, and fancy styling are thrown on sites to hide a simple fact. That your competition is scrambling as much as you are. And during your two weeks, you did your homework. You validated your idea. Did the people you speak with mention this competitor? Likely not.
Sunk costs
Sunk cost is usually a negative term, but in this case we are using it to our advantage. As humans, we hate to let go of something we’ve put time and effort into. Think of the third year medical student who hates medicine. Or the aging executive who longs to start something new. Sunk costs hold us back. But in this case, what we are being held back from is quitting and it only took two weeks of investment for you to build this immunity.
I could list a bunch of successful entrepreneurs that would make my point, but I don’t need to. I’m sure you could think of some right now. Go ahead and name three. Entrepreneurs succeed because they have the energy, passion, grit, and desire to succeed, regardless of external factors. And with just two weeks you can test whether you are truly obsessed with something or not. Most likely, the two weeks will pass and the passion will wane. But on the rare occasion it does not, you are off to the races and it might just change your life.
