THE FOURTH COMMON MYTHUNDERSTANDING MYTH: IT’S TOO RISKY. I’LL LOSE MONEY. TRUTH: RISK IS IN DIRECT PROPORTION TO HOW WELL YOU HOLD YOUR INCREMENTAL COSTS ACCOUNTABLE TO PRODUCING INCREMENTAL RESULTS. Anyone who has ever spent any time in a boardroom knows that when it comes to expenses, there are basically two kinds of people. There are those who cry, “It costs too much!” and there are those who counter, “We can’t afford not to do it.” Most people react one way or the other out of habit or nature. Most of the time, you can examine the numbers and make a sound, dispassionate decision. However, there are times when this won’t work because you simply can’t reliably assess the risks. Millionaire Real Estate Agents know how to operate when the end result is unclear. They understand that if you hold your costs accountable for corresponding incremental results—if you stay engaged after you write the check and evaluate the direct results of writing that check before writing more— you can greatly minimize your risks. It’s just like the childhood game Red Light, Green Light. However, instead of playing the traffic light for fun and games, you must be a traffic light for your expenses. Here is how it works: Once you have a green light, you increase your expenses by an appropriate amount to accomplish a corresponding goal. Now that you’ve increased your expenses, you must hold that incremental increase accountable to deliver an incremental increase in income! You’re now sitting at a red light. And you’ll continue to sit there with no increase in your spending until you see the appropriate incremental increase in your income. Once an acceptable incremental increase shows up for that level of spending, the light turns from red to green, and
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