Change is hard. Challenging the status quo is scary. Hurting “the existing business” is a real concern that has short term consequences.

If you don’t attack your own business – whether you’re a consultant, small business, or large corporation – someone else will. Someone else who has the pressure of a smaller budget, the focus of not being distracted by less important projects, or the freedom from red-tape, will make a game changing move.

You have to be flexible and bold enough to to replace your legacy business, to create a product or service that will change or possibly destroy your current business model. As the marketing classic The 22 Immutable Laws of Marketing states, you have to attack yourself.