Ideas are ridiculously easy. Successful people execute a ton of ideas in their lifetime and they also fail at a bunch of them. But eventually, one sticks. They keep going until they find that one. They keep trying things until something works.

The problem is many people hold onto their ideas. Many go their entire life holding onto just one or two ideas. They’re scared to death to try it and they’re scared to death to tell anyone because they’re convinced that their idea is inherently valuable. I mean, this idea could be worth something, right?

I hate to break it to you, but it’s not worth a lot at all. In fact: it’s completely worthless. The sooner you understand why your idea is worthless, the sooner you’ll be on your way to creating actual value.

Ideas Are Cheap

You’re not unique. Your most one-of-a-kind idea has already been thought of by hundreds if not thousands of other people. Beyond that, in all likelihood someone else has actually acted on that idea and made something.

Everyone has ideas. I don’t care how good you think your idea is, no one deserves a pat on that back for an idea. They’re completely worthless. We all have ideas. And you know what? 98% of us don’t do a thing to bring them to fruition. You want to be special? You want to be unique?

Be the 2% that does something about that idea.

Be the 2% that works to bring that idea into reality. And yes, it will take work.

“I’m just not really an execution guy.”

No one’s an executer. No one’s an idea guy. You’re not limited to one or the other. You do the work or you don’t—you’re either lazy or not lazy. Which are you?

It’s only a matter of time. Someone has either already thought of your idea or they’re about to. You get to decide: are you going to be the one to execute on it? Are you going to be the one to try and fail and make something else better?

Because if it’s not you it’s them. If it’s not you, it’s me. I’m going to find the time. I’m going to make the time. I’m going to sacrifice whatever it takes to make this thing a reality. I’m going to wake up early, I’m going to stay up late, I’m going to learn the techniques and teach myself the skills and take the classes and do the work.

I’m that other guy. I’m the guy that’s going to go do something with the idea. And it’s not that not knowing your idea is stopping me. I’ll come up with the idea. Coming up with the idea is the easy part. The hard part is executing.

Why Don’t We Execute?

We insulate ourselves from risk of failure by keeping an idea in our mind. Because when an idea is in our mind, it’s perfect. It exists in an ideal state and it’s safe. It can’t fail because it hasn’t been acted on. The problem is it also can’t succeed. I’m just going to come right out and call it what it is: it’s laziness.

Being an “idea” person is not enough.

People that only think of themselves as an “idea person” are just lazy. They’re not willing to get dirty and do the real work.

“Does that mean you always have to be hands-on forever?”

No, of course not. As you grow, you can hire out different tasks and expand, but in the early stages you need to be willing to get in there at the beginning and do the work.

Sure, have ideas. We all have ideas. But don’t think of yourself as an “idea person.” Go do something about it. Have a willingness to learn, get dirty, and do the hard work. You don’t know how to do it? Learn to do it if you don’t know how. Show some initiative and drive.

Your Biggest Hurdle

Everyone thinks their biggest challenge is keeping this fantastic idea under wraps for as long as possible. But that’s not your real problem.

Your real problem isn’t protecting your “precious” idea, it’s getting people to notice you. Your idea isn’t good enough. What you’ve made isn’t even good enough if you don’t have people’s attention.

“How do you get people’s attention?”

Here’s what you need to know:

People don’t notice announcements, they notice consistency.

Adoption takes time. You need people’s attention. The only way to do that is to share consistently. Announcements don’t work. You can’t just be quiet for months or years and suddenly show up and expect people to care.

Do you see why everyone has it so backwards? They’re keeping the idea in secrecy and want no one to know, until they finish the work and then suddenly they’re trying to get everyone to notice! That’s just not the way it works! People don’t notice announcements, they notice consistency.

If you want to make something a reality, you have to get to work. Everyone has an idea. Most people are not willing to put in the effort and actually wake up and do the work that’s required to bring an idea to fruition.

You need to do the work. That’s what separates the achievers.