Big Fat Eyes
Big Fat Eyes Can Destroy You or Your Business. How? Let me start with a short story. So here I am a 45 year old guy that wants to lose some weight. No, that’s not true; I want to look like Adonis or some other kind of immortalized bronzed Greek God with muscles rippling in places I never knew muscles existed.
Sadly this is battle of epic proportions that only a Churchill-esque mind or good training can win. Now I don’t have Churchill to hand so looks like I have to settle for the training side of things for now. Only yesterday I was at the Gym again. Now what you need to understand it I have been going for 11 months now. Has it made a difference? Of course but I still don’t have the look of a fat free bronzed God, more the look of a slightly overweight Scotsman! Anyway back to the Gym. I was in the dumbbell corner on my own when this tattooed Nephalim type guy walked over. He was huge I mean like a big tree with just two branches and a head at the top. Now I think I am doing well at losing weight and changing my shape. I have seen all the faces in this gym for months now. When a new person comes in you know. So this giant walks over to the dumbbells with one of the trainers. As he is new she shows him what to do. I am picking up 32lb dumbbells with each arm. He walks over and picks up the 55lb dumbbells … one on each arm.
As you can imagine I feel a bit intimidated I mean this is the monsters first visit so eventually I leave in an almost rejected fashion from the place where men enter and Gods exit. Today my exit was that of a man!!! I jumped into my faithful custom VW orange Beetle and drove into the local village to buy some bread.
As I drove I thought about my waistline as it slightly hung over my belt and how I could put that right. However, here’s the thing you really need to take note of. I walked in to the local store and as I walked past the magazine shelf I spotted the Holy Grail on the middle shelf. It was of course … Men’s Fitness Magazine. Was this about to be my salvation? On the cover it said… The Lazy Way to the Perfect 6 Pack in 6 Weeks or Less. And was of course accompanied with a photo of … you guessed it… a Bronzed God packed to the rim with muscles. I picked it up, stood there blocking the aisle as I read it from page to page. Well actually I didn’t go from page to page, I immediately went to the page where the cover story was featured. Did I read it? NO! I looked at the pictures thinking… can I look like this? I thought, yes I can so I then put the magazine (about $8) into my shopping basket and walked around the corner to buy some groceries.
As I walked I was thinking about this magazine, I was also thinking about would it work for me, I was also thinking about the price and I was also thinking about… ALL THE OTHER magazines covering the same subjects I already had in my home. YES, I already owed a stack of magazines at home covering the same subject but the point is this .. YOU MUST READ THIS TWICE: I already had the information but had done nothing with it! And because I had done nothing with it I feet the solution was to buy more. Read that again… I thought the solution was for me to buy more! This thought stopped me in my tracks. You see I began to relate this thought to business, any business, your business, my business and the thought that despite having the solutions at home already sellers ALREADY KNOW I won’t do it so I will keep buying. Why is that? Why is it we at times have what we need but insist on buying more? I thought about this and came up with this little answer. I think it’s correct.
You see when I am at the gym I know what to do but I don’t do it. But when I do it it’s when this one single thing takes place. Shall I share it with you? Okay here it is. When I hire the… PERSONAL TRAINER… at a session I lose weight and gain muscle and do what it is I am supposed to do at the gym. When I don’t do that; it isn’t long before I go off the rails again. So back to why do I/we keep buying what we already have? The reason is this. It’s so simply obvious. I am actually buying … LEADERSHIP. The magazine had every single trigger built into it for me personally on its cover. It hit every switch and pressed my “buy me” buttons. I nearly bought what I already had, I simply wanted someone to take the lead. Can I ask you this without you taking any offence… is your business doing as well as it should be or could be? Is your life going in a direction you feel happy about and comfortable with?
Do you already have what you need and yet still look for what you feel you need? It could be you are like me and suffer from Big Fat Eyes. In other words…. They want more. Yet the actual reality is we don’t want or need more. We probably have what we already need; maybe we just need strong leadership right now? It’s interesting that big sellers understand this human principle to sell endless junk. Interesting some internet marketers also use it to sell utter re-hashed garbage time and time again. They understand that me/you, they see us as dummies.
They sell us the same old stuff time and time again. Why? Because they understand that we will buy time and time again. So what can we do about this? We can spend time with ourselves and re-train our eyes, our minds, our hearts, our bodies to see what we already have. Use what we already have. Be grateful for what we already have.
But in the meantime, you need to be careful. You Big Fat Eyes could easily be your downfall. I care. You care. MOST sellers don’t. What can you do about this? Can you do anything about this for you? I hope so.
Alan Forrest Smith