Zero

We'd like to think so, but most of us don't start at zero.

We start somewhere, with something, and often we challenge ourselves angrily sure we've started at a deficit compared to her or him or them. And that becomes part of our motivation.

From building brand or rebranding to engagement and marketing - there's always something already there that people start with, have in mind, or that marketers have to overcome.

The phenomenon of 'zero' is powerful and pervasive, but that's not where most of us start anything.

Think of it this way - we call a 'do-over' and zero-out the scale, call it day 1 with zero days of history, burden, baggage. And this should make it easier to succeed... but it doesn't.

Zero doesn't work. It's not made to work - it's made to convince ourselves of something that isn't. 

If we're struggling with getting traction, finishing or starting something - zero is actually our enemy, not our friend.

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