Do you feel lucky?

Well? Do ya, punk?

Luck. noun
success or failure apparently brought by chance rather than through one’s own actions.

Success is often put down to luck

That audacious back heel goal? A lucky shot.

An investment that paid off? You spawny so-and-so!

Surviving a tropical storm during your round-the-world sailing trip? Oof, some people were just born lucky!

Getting into a top university? Lady luck has smiled upon you.

Two people who meet and set up a successful business? Total luckers.

I disagree.

That Audacious backheel goal? Alessia Russo has been training for that moment for over a decade. I couldn’t have done it, but she could. That takes skill and determination and hours and hours of practice. That’s not luck, that’s preparation.

A successful investment? Studying the market, knowing the business you’re investing in. A well-informed decision isn’t luck.

Surviving tropical seas on a global sailing trip is about preparation. You don’t embark on an adventure of that scale without checking the weather forecast, battening down the hatches and being prepared for every eventuality.

Securing a place at a top university (or on a graduate programme, or a job at an award-winning company) is again about preparation. Sustained effort over several years to learn the right things and secure relevant qualifications and experience. Oh, and knowing how to apply.

Those two people who met, shared their ideas and started a successful business? The key was sharing their ideas. An idea not shared is simply a wish. And a successful business? Not luck – that’s some serious effort. Blood, sweat and tears.

A level playing field?

The thing that doesn’t always feature in the conversation about luck is privilege. The place you start from affects how easy it is for you to achieve things.

The person who takes on a round-the-world sailing trip was probably taught to sail when they were very young. The winning investor had money to invest in the first place. A successful athlete needs a supportive family and a club nearby. To get a place at university or a top firm, you first need to know that it’s possible – and it’s much much easier with a family member or a mentor to help and advise you along the way.

Starting a business, however, is often simply a way to earn a living. Whether you’re starting out as a hairdresser or an electrician, an architect or a developer. It’s easier, of course, with cash in the bank and a no-risk idea, but that’s rarely the reality.

It’s all in the preparation

All of the things we’ve just talked about require knowledge and a bit of how-to. In the internet age, knowledge is free – you can find out how to do just about anything if you can frame the question correctly.

As marketers, we know well the value of preparation. Getting that story published in the right place at the right time isn’t luck – we prepare around five stories for everyone that makes it into your news feed. Being included in that conference debate about the green belt, just as it’s discussed in Parliament and the mainstream media – also preparation, not luck. Securing the contract to build the UK’s most challenging tall building – again, years of preparation (brand recognition, market presence, high-quality leads and the right messages).

As they say, fail to prepare, prepare to fail.

—

Want to start preparing for when your big moment comes around? Call Luma Marketing today and we’ll give you the marketing support you need to smash your goals and prepare for your next opportunity.