Some insights from the Wizard of Oz. Because lions are considered “The Kings of Beasts,” the Cowardly Lion feels that his fear renders him insufficient. He doesn’t realize that bravery is acting in the face of fear, which he often does. Following the aftermath of the Wizard’s gift, while he is under the grip of an obscure liquid substance, the Wizard commands him to consume (possibly gin). It is then he is struck with terror. He claims that the Wizard’s heroism is just fleeting, despite the fact that he continues to perform bold acts while openly and embarrassedly scared.

I recently had a pleasant talk with one of my female clients, who is also one of the intelligent ladies I am fortunate to have in my professional network. We were chatting about sales and prospects being afraid to buy when she mentioned that a lack of conviction is frequently why people don’t buy. She promised to bring a bottle of bravery along with her business proposals. We then spoke about Courage in general, The Wizard of Oz, and my client asked that I write an article about it, which I did, so here it is.

According to Wikipedia, the definition of Courage is

the ability and willingness to confront fear, pain, danger, uncertainty, or intimidation.

Quite simple and straightforward, but what lies beneath?

People who lack conviction are frequently terrified. Fearful of the repercussions of their actions (not realizing that inaction has effects as well), they are terrified of trying something new and afraid of their boldness.

How much bravery is required to select a new product/service?

My client, the CMO of a freshly founded business with a highly appealing concept, is attempting to break into the market. Their offering is unmistakably unique, original, and of massive value to consumer companies looking to sell their products. The strategy is inexpensive, enjoyable, and beneficial to CPG firms and the end customer. So, why is the method not taking off? Because most individuals lack the confidence to present a new notion and become the first adopter. Taking the initial step requires a lot of Courage. It is much simpler to follow but also more monotonous and uninteresting.

I often quote a great phrase: “Nobody ever gets fired for hiring IBM.” IBM is a well-known corporation with widespread awareness. Let’s imagine (for the sake of debate) that there are firms out there who provide the same product as IBM, but for a better value for money, it would still be difficult to market. I know this because several of my clients have attempted it.

Why is it more convenient to buy from a well-known brand?

There is no danger involved. Even if the solution needs some refining, it’s still a pretty good bet, and whoever made the purchase choice is unlikely to be criticized. However, suppose you are purchasing from a recently launched firm, and there are issues. If things come out the way they were described, such a decision might land a responsible party in hot water.

The Remedy for Courage

Choosing a new firm promotes not only variety but also creativity. When my client stated she wanted to put a little fortitude in a bottle and send it to her prospects to encourage them to take the leap of faith and investigate her new service, she meant it. It’s sometimes prudent to stick with the “demon you know,” but it’s also necessary to pick wisely and give newcomers a fair shot. We will never be able to expand or invent if we live our lives or cautiously do business. The bravest souls are those who have altered our way of thinking and acting.

No one could have predicted 30 years ago that a mobile gadget would assist us in navigating most settings, from getting driving instructions to locating a decent restaurant. I recall when people were frightened of technology, and today grandma uses social media (for better or worse).

Salespeople benefit from Courage as well.

We often lack guts in sales because we are afraid of being rejected and don’t want to miss the deal. Rather than pushing back, salespeople frequently compromise. They oversell because they don’t want to lose the transaction, but they forget that overpromising has long-term consequences.

When running a successful business, Courage is vital. Most successful individuals have to face mockery and rejection. They have to summon immense bravery to succeed. Because without failure, one can’t succeed, and without Courage, we remain mediocre.